This article was originally published on The Media Network on May 8, 2016

David Barnes, associate director-digital data at PHD UAE, discusses his move from London to Dubai, his first impressions and what his new role entails.

David’s first impressions of the media industry in the Middle East are eminently positive. This is largely due to the energy he sees in his new colleagues and the sophistication of the work produced. There is nonetheless plenty more to do. David is already working with clients to collect and connect their data so that they can capitalise on it.  He says brand metrics within the digital context is one of the major challenges to address. The industry needs to move beyond reach, frequency or clicks in order to understand what effectively leads to a conversion. When measurement cuts across online and offline, marketing and sales will be connected much more strongly.

To read the full interview, click here.